The Role
Lead category marketing for Diaper hygiene products across Kenya and region: develop category strategy, brand positioning, trade activation, NPD, and performance tracking. Partner with Sales, R&D, Supply Chain and agencies to launch and scale products, drive visibility and ROI, and manage portfolio prioritization and reporting.
Summary Generated by Built In
Job Title: Category Lead Marketing – Hygiene
Location: Thika / Nairobi, Kenya
Role Summary
We are looking for a Category Lead – Hygiene to drive the marketing strategy and execution for our client Diaper Category innovation and growth portfolio.
You will play a critical role in shaping new product development, brand positioning, trade activation, and consumer engagement for Diaper categories across Kenya and regional markets.
This role combines strong consumer insight, commercial acumen, and execution excellence, with a particular focus on translating innovation into scalable, profitable brands in competitive FMCG environments.
Key Responsibilities
1. Category Strategy & Planning
• Develop and execute the annual category marketing plan for Diaper Category, aligned with growth and profitability targets.
• Identify consumer, channel, and innovation opportunities (e.g. hygiene trends, wellness, affordability, pack-price architecture).
• Translate consumer and shopper insights into actionable brand, innovation, and trade marketing initiatives.
2. Brand Management & Communication
• Lead brand positioning and communication for Diaper Category and emerging brands.
• Develop and execute ATL, BTL, and digital campaigns that build awareness, trial, and preference.
• Ensure consistent brand storytelling across packaging, advertising, and point-of-sale materials.
3. Trade & Channel Activation
• Design and implement trade marketing and in-store activation plans in partnership with Sales and RTM teams.
• Work with distributors to ensure visibility, availability, and execution excellence at launch and scale-up stages.
• Measure and continuously improve activation ROI and trade spend effectiveness.
4. Innovation & Portfolio Development
• Lead and support NPD initiatives from concept validation to launch execution and post-launch performance reviews.
• Partner closely with R&D, Supply Chain, Quality, Finance, and Sales to ensure feasibility, readiness, and speed-to-market.
• Identify whitespace opportunities for portfolio expansion and line extensions within Personal Care.
5. Data & Performance Management
• Track brand health, category share, pricing, and volume KPIs using dashboards and market data.
• Use insights to guide portfolio prioritisation, pricing decisions, and marketing investment.
• Prepare category performance reports and business reviews for CRT and senior leadership.
Requirements
Ideal Candidate Profile
• Bachelor’s degree in Marketing, Business Administration, or a related field
• CIM, MBA, or equivalent professional qualification preferred
• 5–8 years’ experience in FMCG marketing, with at least 3 years in brand or category management
• Proven experience in the Hygiene, Personal Care, and Home Care categories within the Fast-Moving Consumer Goods (FMCG) industry.
• Proven end-to-end experience in new product development and successful product launches
• Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider region
• Experience working with well-known brands in Kenya; exposure to the diaper category is an added advantage
• Demonstrated ability to manage marketing agencies, budgets, and trade marketing activations
• Creative, strategic thinker with the ability to develop innovative and unconventional marketing approaches
Preferred
• Proven experience in the Hygiene, Personal Care, and Home Care categories within the Fast-Moving Consumer Goods (FMCG) industry.
• Exposure to pricing, pack architecture, and portfolio optimisation
• Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools
• Experience in hygiene, beauty, or wellness-driven categories
Skills Required
- Bachelor's degree in Marketing, Business Administration, or related field
- CIM, MBA, or equivalent professional qualification
- 5-8 years' experience in FMCG marketing, with at least 3 years in brand or category management
- Proven experience in Hygiene, Personal Care, and Home Care categories within FMCG
- Proven end-to-end experience in new product development and successful product launches
- Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider region
- Experience working with well-known brands in Kenya; exposure to the diaper category
- Demonstrated ability to manage marketing agencies, budgets, and trade marketing activations
- Creative, strategic thinker with ability to develop innovative marketing approaches
- Exposure to pricing, pack architecture, and portfolio optimisation
- Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools
- Experience in hygiene, beauty, or wellness-driven categories
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